Subscribe Last 30 Days' News e4m on your Mobile - www.exchange4media.mobi
Sep 21, 2017 rss feed
 View Point Email this page
How often do we pause and ponder about industry issues that have a bearing beyond just our rigmaroles? Share insights that can further the common understanding? Or, at the very least, point at things that need to be set right. View Point - an exchange4media platform, will fill this void and become a source of understanding, action and perhaps some inspiration.

Reality talent search: Redefining TV viewership

Indranil Datta, Vice President-Knowledge, Mudra RADAR

The essence of the remarkable success of reality shows lies in the viewers’ interest inducing contempt for the common man. To paraphrase Winston Churchill, never have so many watched so much TV with so little good to say about it. On a sheer ratings level, the world over reality shows have worked wonders for networks. The continued dominance of family dramas has met with spirited resistance in the face of a plethora of on-screen showcasing of creative and emotive talent.

The concept of talent shows was in existence in the Indian TV market for quite some time. The recent revamp in content and exposure has added a sharp dimension. The cut-throat competition for TRPs is evident from ample data. This article focuses on the talent-based game shows which have redefined TV viewership.

The Horses in the lead

Specifically, we have zeroed in on the two most popular shows in this genre. Zee TV’s Hero Honda Sa Re Ga Ma Pa Challenge and Star Plus’s Amul Voice of India. Zee TV under the aegis of Gajendra Singh started the ball rolling in 1995 with Sa Re Ga Ma and it was aired till 2004. In 2005 the brand name was changed to Sa Re Ga Ma Pa Challenge and incorporated audience interaction and preference through the system of voting. From 2007 onwards the youthful verve of Aditya Narayan has garnered eyeballs.

Star Plus’s Amul Voice of India incidentally resulted from attrition by the famed Gajendra Singh. He along with anchor Shaan started the Amul Voice of India in 2007. Auditions were based on the ‘Pop Idol’ format and the show content was similar to Singh’s original baby. However, it added a big slice to the increasing platform for latent talent to flower. In this year’s edition, Amul Voice of India has decided to pit regions against one another in their quest for the Holy Grail (TRPs!). Having shortlisted 24 contestants from 24 states, it has started an inter-state loyalty test programme! Sa Re Ga Ma Pa Challenge has a unique concept of mentor-student and the on-show rivalry is often matched by the off-show publicity. Moreover, the global reach of the talent base registers foreign viewership for the programme.

Indian Idol on Sony Entertainment Television was the first among these shows to have public voting as the decisive factor for elimination. It starts its 4th season from mid-September. Currently, the main competitors for the aforementioned mega shows are 9X’s Kaun Jeetega Bollywood Ka Ticket and NDTV Imagine’s Junoon Kuch Kar Dikahne Ka. The former airs on Sundays at 8 PM and the latter twice a week – Friday to Saturday 8:30 PM.

The battle last season

The rivalry between Sa Re Ga Ma Pa Challenge and Amul Voice of India is evident from the timings of the shows. Both air simultaneously on Fridays and Saturdays at 10 PM. Analysis shows that Zee TV scored over Star Plus in TRPs last year. According to TAM, Sa Re Ga Ma Pa, in 2007, had an average TVR of 6.5 (C&S 4+) over a period of 13 weeks in the run-up to the grand finale. The final episode delivered a TVR of 9.3. On the other hand, Voice of India on Star Plus delivered an average TVR of 3.6 over a period of 13 weeks. The final episode registered a TVR of 6.9.

This year Zee TV launched Sa Re Ga Ma Pa Challenge on July 4, 2008. Amul Voice of India 2 started a fortnight later on July 18. The continued dominance of either will be functional on the talent on view and controversy generated.

Controversy’s child?

This kindles a slightly sensitive strain associated with reality based shows. The authenticity of “reality” is in question. Unscrupulous fabrication and pre-determined confrontations help in keeping viewers hanging on to the show. The misanthropic and tawdry interpretation of reality captures audience. Celebrity spats garner attention. Several allegations have been leveled (although categorically denied by the concerned channel) and they do not promote this genre in a very good light.

Zee TV, it can be argued, has a real but small advantage in launching Sa Re Ga Ma Pa Challenge ahead of Voice of India. It manages to cultivate and draw in a net set of viewers. However, the flip side is that after two weeks the novelty of VOI would be an attraction and draw viewers away. In the long run the talent on show is the key to a long and sustained audience loyalty.

Comparative statistics

The graph below shows us the average TRPs for the two weekends – July 18 &19 July and July 25 & 26. Sa Re Ga Ma Pa has an increasing but steady viewership with a slight dip in the 3rd quarter. Voice of India initially attracted eyeballs because of the launch and received higher TRPs. Although Voice of India remained steady throughout, Zee TV clearly garnered more viewership as evident from the almost parallel spacing. Also, the inordinate gap in the second quarter may indicate audience attrition.

Average Programme TVR (%)

Source: Media Express

TG: C&S 4+

Period: 18/07 --19/07 & 25/07 -– 26/07/08

Time: 22:00 to 23:00

Promotion strategies

The strategies adopted by the channels for the promotion have been divided into Television, Print and Radio. Web-based propagation of Sa Re Ga Ma Pa has been undertaken by www.rediff.com. The website also features opportunities for merchandise sale.

The popularity of the concept has encouraged the channels to have shows targeted at a regional level. Zee Bangla has launched Sa Re Ga Ma in Bengali while Star Vijay has come up with a dance based reality show Ungalil Yaar Adutha Prabhudeva which aims to find the successor to dancing superstar Prabhudeva.

Market-wise Promo GRPs

Source: Media Express

TG: C&S 4+

Period: Week 20 to Week 29 (2008)

The pre-launch strategy of VOI banked on the intensity in duration and targeted the HSM 1+Mn audience mainly; their TRPs consequently were highest in that market. 9X was very active in pre-launch promotion but mellowed down later. Zee TV was median in its approach.

Week-wise Promo GRPs

Source: Media Express

TG: C&S 4+

Market: HSM

Period: Week 20 to Week 29 (2008)

In the weeks leading up to the launch, Zee TV started its television promotions from Week 24 -- three weeks before launch. Similarly, Star Plus started its promotion campaigns from Week 26. Both the campaigns reached a crescendo in the week of launch -- Week 27 for Sa Re Ga Ma Pa Challenge and Week 29 for Voice of India. In comparison, 9X which was launching a new show had to build up a base and hence has been advertising since Week 20. The show was launched on July 13 (Week 28). Star Plus and Zee TV already had audience awareness, hence the late-burst ploy.

Channel-wise Distribution of Promotion

Source: Media Express

Market: HSM

Period: Week 20 to Week 29 (2008)

The number of networks used for advertising is understandably skewed. INX Media advertised only on their own channel. The intensity was high but the effective reach was lesser. This was reflected in the TRPs. Both Zee and Star used their vast bouquet of channels to give their respective channels full exposure.

However, they did not limit themselves in the reach .They advertised on other channels too (see table), and although the number of spots were far less on the other channels, the presence was nonetheless impact worthy.

Number of Insertions in Print

Source: MAP

Period: Week 21 to Week 28 (2008)

As far as Print advertising is concerned, Star Network did away with this completely. Zee TV and INX Media however had a little print presence in the weeks of launch. The reliance on their strong television presence showed confidence.

Number of Spots on Radio

Source: MAP

Period: Week 20 to Week 29 (2008)

All three shows used Radio effectively for promotion with emphasis on their respective weeks of launch. Zee had the maximum spots followed by 9X. Star, though present on radio, showed its reliance on its television network reach and only advertised in the launch week.


The holistic data analysis will be of no immediate value because of paucity of a large enough base. Also, the OOH data has not been taken into consideration in this article. The performance of the programmes in 2008 can only be effectively judged after more than a couple of weeks of data. However, historical precedence and audience interaction (through blogs, etc) show an initial preference for Sa Re Ga Ma Pa Challenge 2009. What is without doubt though is the winsome and growing popularity of the genre.

Getting a hold on Google Instant Benedict Hayes
- Benedict Hayes, Head of Search, Communicate 2 - 10/15/2010
Webinar – An evolving marketing tool
- Balaji Kesavraj, Head - Marketing (India), Cisco WebEx - 10/21/2009
Accurate and reliable Readership Measurement Matrices need of the hour
- Manajit Ghoshal, CEO, Mid-Day Infomedia - 1/28/2009
Consumers are the New Media
- Atrayee Chakraborty, Business Director, Lintas Media Group - 1/15/2009
Lending a helping hand to those who fell defending Mumbai
- S Yesudas, CEO, RK Swamy Media Group - 12/2/2008
It would be wonderful if a great idea wins an election
- Swapan Seth, CEO, Equus Red Cell - 11/24/2008
Social Media: A suitable supplement?
- Indranil Datta, Vice President – Knowledge, Mudra RADAR - 10/13/2008
100 GRP: New benchmark or overrated myth?
- Indranil Datta, Vice President - Knowledge, Mudra RADAR - 9/8/2008
Artificial Obsolescence
- Anand Kurian, Writer and advertising professional, - 6/25/2008
Why the Consumer should not be the King in India?
- Jitender Dabas, VP & Strategic Planning Director, JWT India - 6/19/2008
How the Voda pug got lost in God’s own country
- Rajul Kulshreshtha, Managing Director -- Motivator, A GroupM company - 6/3/2008
There is a new K-serial on air, it’s called K-ricket
- Anisha Motwani, Executive Director-Marketing, Max New York Life - 5/22/2008
Managing Retail Through Market Research
- Muder Chiba, Executive Director, TNS India - 5/8/2008
Understanding Integrated Marketing Communication in India
- Deepika Kurl, Sport Leasing – Corporate Controller, San Francisco, USA - 4/11/2008
Making the most of large format events
- Vijay Singh, MD, 141 Sercon - 3/31/2008
... And then there were blogs
- Preeti Chaturvedi, Manager, Mktg & Biz Dev., GIST
Justin Rabindra, VP, Training & Knowledge Mngt, Ogilvy One Worldwide - 2/25/2008
The ‘Nano’ Challenge
- Sourabh Mishra, Chief Strategy Officer, TBWA\India Group - 1/29/2008
Genre hypnotism
- Manisha Talwar Rana, Marketing Communications, LG Electronics - 1/10/2008
When ‘Dhan’ in Dhanteras becomes elusive
- Vishakha Singh, Head-MarCom, Future Media India - 11/22/2007
Who stole my retail dream?
- Hemant M Mishrra, Brand Consultant, Mudra Brand Sollutions - 11/5/2007
Watching less, Reading less, Talking more
- Praveen Ramachandra, Business Director, Insights, MindShare, Bangalore - 10/24/2007
The 4Es of Client Management
- Swapan Seth, CEO, Equus Red Cell - 10/11/2007
Advertisers to vie for that two square inch space on your mobile handset
- Dr L Venkata Subramaniam, Research Staff Member, IBM India Research Lab - 9/10/2007
The Lintas saga: Why Prembhai is not Anilbhai or Mukeshbhai
- Ramanujam Sridhar, CEO, brand-comm - 8/8/2007
Is the Advertising business losing respect?
- Gopinath Menon, Senior Vice-President, Media, TBWA India - 7/28/2007
What's your brand's chakra reading?
- Mythili Chandrasekar, VP and Executive Planning Director, JWT - 7/19/2007
Growing hunger for Business Analytics
- Sandeep Pandey, National Business Director, ATG - 3/20/2007
Is agency bonus the right way to reward success?
- Libby Child - CEO, UK, & Sunil Gupta - Regional Director, South West Asia, APRAIS Worldwide - 2/6/2007
Is your media plan CAS-trated?
- Rajendra Dwivedi, Business Director, MAXUS - 1/22/2007
Do not divide - and rule!
- Premjeet Sodhi, Senior Vice President, Initiative, Lintas Media Group - 12/5/2006
Bonding with the big studios at MIPCOM
- Gitanjali Murari, Programming Head, PIX - 10/24/2006
The Phenomenon of Instant Success
- Sandeep Singh & Gaurav Sood, COO, CSD, Get.Next.Job, Wunderman India - 8/16/2006
The mystery of the vanishing agency
- Lynn de Souza, Director of Media Services, Lintas India Pvt Ltd. - 7/27/2006
The Word-of-Mouth Factor

I have found that Word-of-Mouth works fastest when integrated into standard brand building communication.

- Sumit Roy, Founder Director, Univbrands - 6/28/2006
The birth of the Global Indian

From whining about the globalisation of India to celebrating the Indianisation of the Globe: tracing and defending the role of media and advertising

- Mythili Chandrasekar, VP and Executive Planning Director, JWT Chennai - 5/29/2006
Be a leader, others will follow you as an evangelist
- Prof. Sushil Bahl, Consultant, International School of Business and Media, Pune - 4/24/2006
Towards a meaningful industry integration
- S. Yesudas, COO, Media Direction - 4/1/2006
Showtime Everywhere @ Davos 2006
- Atri Sengupta, Director, Showtime - 2/21/2006
A door to “impact” full media plans
- S Yesudas, Business Advisor (Director), Initiative Worldwide, Jakarta - 1/17/2006
A profession does not become redundant, its practitioners do
- Svetleena Choudhary, Media Group Head, Initiative, Delhi - 12/9/2005
Jaago Grahak Jaago – bring accountability in media
- Rajul Kulshreshtha, General Manager, GroupM Team LG - 11/8/2005
- Sushil Bahl, Consultant, International School of Business & Media, Pune - 10/18/2005
Media specialist: Changing paradigms
- S Yesudas, Business Advisor (Director), Initiative Worldwide, Jakarta - 10/7/2005
“It’s the customer, stupid”
- Justin Rabindra, Regional Knowledge Manager, Asia Pacific,OgilvyOne Worldwide - 8/8/2005
The Changing Indian Woman
- Kishore Chakraborti, Associate VP and Director, Consumer Insight, McCann Erickson India - 7/12/2005
Vision & Mission: Breaking the joojoo
- Manosh Sengupta, General Manager – Marketing Communications, IDEA Cellular Limited - 6/22/2005
It’s about time we took the customer seriously, and started treating him like he mattered
- Justin Rabindra, Regional Knowledge Manager, Asia Pacific,OgilvyOne Worldwide - 5/18/2005
Too much of a good thing? Research Vs "gut feel"
- Abraham M. Alapatt, Client Services Director, Ogilvy & Mather Advertising, Chennai,& Practice Group Partner, Ogilvy Business Network - 4/27/2005
Does brand management need a shave and a wash?
- Ashish Misra, VP Marketing, Mason & Summers Alcobev - 4/6/2005
Is creativity all about creatiwitty?
- Surojit Sen, Creative Supervisor (Copy), Rediffusion DY&R, New Delhi - 3/15/2005
Singapore Airlines – An Excellent Asian Brand
- Martin Roll, CEO, VentureRepublic, Singapore - 12/18/2004
Changing Black into White!
- Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management,Nirma University - 11/27/2004
STAR POWER – Will the force be with you?
- Anupma Suneja, General Manager, Synovate - 10/29/2004
The True Value of Account Management
- Anisha Motwani, Vice-president, EURO RSCG, New Delhi - 10/4/2004
K-Kapoor Factory, B-Bollywood, C-Cricket…but no crorepatis!
- Rakesh Khar, Programme Director, School of Communications, Jaipuria Institute of Management, Noida - 9/16/2004
A Closer Look at Awards
- Indu Balachandran, Executive Creative Director, JWT Chennai - 8/26/2004
Moving towards ‘virtual’ PR agencies
- Sushil Bahl, Faculty–Marketing Area, Nirma Institute of Management, Ahmedabad - 8/11/2004
Pepsi and the art of Cool
- Rohit Ohri, Senior VP & Area Director-Delhi, J Walter Thompson - 7/21/2004
Cannes of creativity (no worms need apply)!
- Ashish Misra, Vice-President Marketing, Katra Liquor - 7/8/2004
"Budget blues and the rest of the year"
- Anant Rangaswami, Director, Event Management Development Institute - 6/24/2004
Understanding Commercial Break Viewing on Television Setting Norms that Promote Effective Buying
- P V Narayanmoorthy, Regional Director, Strategic Resource, Carat - 6/7/2004
“The list of their restrictions can go on forever…….Perhaps they deserve all those many crores that they receive for endorsements. It offsets their suffering, I guess. Except, how come they have all the restrictions and all the money, and I have all the choice, not the power to exercise it?”
- Anant Rangaswami, Director, Event Management Development Institute - 5/29/2004
‘Comparing different and unrelated companies often is an acceptable approach if you are looking simply at the operating features of the business rather than their financial performance.’
- Sushil Bahl, Faculty–Marketing Area, Nirma Institute of Management, Ahmedabad - 5/15/2004
"A fully interactive brand channel on UK satellite today exists in what is essentially a walled-garden of some 200 channels, rather than the Wild West of 17 million websites. It reaches more than seven million homes and will drive commerce both electronically and through the brand’s outlets."
- Bhaskar Majumdar, CEO, Recreate Solutions - 4/21/2004
The index could be based on a rating that takes into account agreed parameters/attributes, past-present media coverage/favourability and relevance, ground situation in terms of successful/unsuccessful seasons/tenures, future prospects, etc.
- Rajesh S Lalwani, Director, Strategy & Business Development, brand-comm - 4/10/2004
Instead of a Unique Selling Proposition, let’s start thinking about our Unique Feelings Proposition.
- Suresh Dinakaran, President, Communicate, Dubai - 3/11/2004
Creating the right buzz through WOM
- Prof. Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management, Nirma University, Ahmedabad - 2/24/2004
"India Shining is worth more than a Lion"
- Swapan Seth, Co-CEO, Equus Red Cell - 2/10/2004
Connecting with the Rural Folks
- R V Rajan, CMD, Anugrah Madison Advertising Pvt. Ltd. - 1/13/2004
- Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management, Ahmedabad - 12/20/2003
7 Highly Effective Ways of Killing a Brand
- Ashish Misra, , - 11/27/2003
- Prof. Sushil Bahl, Faculty, Marketing Area, Institute of Management, Nirma University - 11/5/2003
Sorry, Cannes Save You.
- G S Shridhar, CEO, Purple Blaze Advertising Consultancy - 10/24/2003
The Context of Existance
- Swapan Seth, Co-CEO, Equus Red Cell - 9/24/2003
"Oh, you don't work Saturdays" and other taunts!"
- G S Murari, Director, Fidelis Advertising and Marketing - 9/13/2003
"But to say advertising is dead or dying is being somewhat naïve"
- Sushil Bahl, Professor, Mudra Institute of Communications (MICA) Ahmedabad - 9/1/2003
Attack of the delight providers
- Ashish Misra, Vice President, The Henley Centre - 7/30/2003
"Creativity on demand with creative aerobics and imagination management"
- Prof. Linda Conway Correll and Sushil Bahl, , - 7/23/2003
"Lessons in Advertising"
- Anand Halve, Co Founder, Chlorophyll - 7/3/2003
"Fees, and not a 15% commission, I am told, are now the order of the day."
- Sumit Roy, Founder Director, Univbrands - 6/2/2003
"The AOR or media agency will continue to grow in importance because this is where one talks money."
- Arun Kumar, Associate Media Director, MPG, Delhi - 5/15/2003
"Does your Marketing Strategy know your Consumer?"
- Ashish Misra, Vice President, The Henley Centre. - 4/26/2003
"Is there an insidious move to undermine the very edifice on which print is built? That of credibility. Is there an attempt to 'commoditise' news? "
- Indrajit Lahiri, Professor of Broadcast, Symbiosis Institute of Mass Communications - 4/15/2003
"Is there an insidious move to undermine the very edifice on which print is built? That of credibility. Is there an attempt to 'commoditise' news? "
- Amitava Guha, GM,, Key Accounts Hindustan Times - 4/1/2003
"Asian companies need to move up the value chain through strategic branding."
- Martin Roll, CEO, VentureRepublic - 3/26/2003
"THE PRICE IS RIGHT (OR IS IT?)" A closer look at the perils of misusing the pricing variable in the marketing mix.
- Anand Halve, Co Founder, Chlorophyll - 3/1/2003
"If today, agencies are under fire, are we, the client, not as responsible for this crisis?"
- Manosh Sengupta, GM, Marketing Communications, Idea Cellular - 2/19/2003
"Media marketing has finally come of age."
- Rajul Kulshreshtha, CEO, Optimedia Indonesia - 1/30/2003
"Great advertising ideas are not just original and interesting, most importantly they are relevant."
- Samit Sinha, Managing Partner, Alchemist Brand Consulting - 1/11/2003
"Look London, Talk Tokyo: The eternal schizophrenia of the advertising creative person"
- Kiran Khalap, Founder, Chlorophyll - 12/28/2002
How often do we pause and ponder about industry issues that have a bearing beyond just our rigmaroles? Share insights that can further the common understanding? Or, at the very least, point at things that need to be set right. View Point - an exchange4media platform, will fill this void and become a source of understanding, action and perhaps some inspiration.
- Swapan Seth, Co-CEO, Equus Red Cell - 12/16/2002
"I think a lot of our clients are far more inquisitive about the future of media than us media professionals..."
- Sandip Tarkas, President, South Asia, MPG - 12/2/2002
"But now, it sometimes seems to me that the creative and servicing teams are completely divorced from the media"
- Shovon Chowdhury, Exec VP & GM, Bates India - 11/12/2002
"Broadcasters are today putting the distribution and pay related issues as top priority and factor in new concepts like 'Opportunity To See'"
- Amitabh Srivastava, - Network Development, GM Aaj Tak - 10/21/2002
Phadnis comes from Planning and Strategy background, having worked with Starcom, HTA and Rediffussion. Phadnis joined TV Audience Measurement [TAM] as Director, S-Group in early 2002 quitting Starcom as Media Director.
- Atul Phadnis, Director - S-Group, TAM - 10/1/2002
An ardent bridge player, a producer, a writer and a teacher - one could go on and on about Amit Khanna. Khanna has a wide lineage- he has worked in theatre, radio, television, journalism, advertising and films. He has been on the executive committee of IBF, Indian Music Industry, and Film Federation of India. He set up Plus Channels in '90s and quit in 2000 to launch Reliance Entertainment with Reliance. Khanna the Chairman of the Convergence Committee of FICCI. And also he is the Member of the Core Group of Ministry of I&B, on GATS and Ministry of Commerce. His contributions and association is a long list.
- Amit Khanna, Chairman, Reliance Entertainment - 9/16/2002
Unless media independents enlarge their scope and act as clear partner with the brand both in terms of efficiency in planning and providing actual savings, they will not be heard or seen by practical clients
- V.Balasubramanium, National Director, ATG - 8/19/2002
exchange4media has been calling me for my Viewpoint, but like a true advertising person, I have no time! So I decided to write it in sleep (if you can walk in sleep why can't you write in sleep?) If it hurts your sensibility or you disagree with my views, please disregard this as a piece of junk - because I know it is impossible to pour water in a glass full of water - to give gyan to advertising gyanis.
- Amit Ray, VP-Media Services, Mudra - 7/24/2002
"How does a media professional go about seducing his two primary constituents; the client & the client's customers?"
- Sai Nagesh, GM, Maximize - 7/8/2002
Creating Media Assets
- CVL Srinivas, COO-North&South, Madison Media - 6/24/2002


"The views expressed are personal views of the author and not necessarily represent the views of the organisation author works for or of exchange4media.com."

© exchange4media 2007                                                                                     Post your opinion

People Movement
Home | About US | The Team | Contact US | In Press | Terms of Use | Advertise with us | Our Tour & Travel Operator | Articles | E-book | Press Releases | SMS Push | Site Map
Access exchange4media.com on your mobile www.exchange4media.mobi
This site is best viewed in Internet Explorer 6 & above at 1024 X 768 resolution.
Copyright © : 2010 Adsert Web Solutions Pvt. Ltd. New Delhi, India. All rights reserved.
Hosted by